DSM Weekly Search Marketing Digest – 06/02/15

February 6, 2015 - Digital State Marketing

knowledge-is-power-higbieObviously, we’ve talked in previously weeks about how, with a growing emphasis on mobile internet usage, it’s important to consider responsive design to improve user experience when it comes to your website.  Further to this, however, what should you be considering in order to optimise your site in a future where mobile usage (and Google’s interpretation of what best practice is for non-desktop users) is constantly evolving?

Here’s some good practical advice on the sorts of things you need to consider and, moreover, how you need to adapt your thinking to mirror the way the digital market is changing.

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If you’re (relatively) new to the world of SEO, the requirements that Google uses to asses if your website is regarded as authoritative can seem bewildering and the means by which you improve the site in these regards can seem insurmountable.

In this situation, it’s useful to have a simple breakdown – a list of key factors and clarification on the initial steps needed to address them – and this article from Ben Oren could be just what the Doctor ordered.

Ranging from entry level to more complex and balancing a conceptual grounding with technical phases, it represents a useful bookmark to set out your on-site strategy for the near future.

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When it comes to link acquisition activity, the synergy with content development strategy is well-documented.  Good content can provide the draw for authoritative (and relevant) links and that potential is something you can (and should) explore whether you establish the content on your own site or on someone else’s as, say, a Guest Blog.

Be it for the benefit of your own site’s authority or for potential brand (and inbound link) attraction, it is not always easy to make decisions over how to balance this content development effort.  As such, this article on Moz is very informative, breaking down the benefits of both and when to use either, dependent on your marketing model and the targets you have set.  A well-considered and thoughtful piece that doesn’t shirk from providing real world advice.

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Another very useful (and practical) article related to the demands of authoritative content development and outreach is this one from Problogger.  Helping you consider, in full, what you want to achieve from sourcing potential outreach partners, as well as giving step-by-step instructions on how to do so, it’s pretty much a complete guide to content outreach marketing.

That’s not to say it makes it easy – there’s plenty of effort required (possibly too much without an economy of scale that agencies can provide) and no little experience demanded in order to make correct decisions; nevertheless, everything is laid out in detail and it’s hard to find fault with the blueprint.

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Lastly, a warning – and a SERIOUS one at that.

Negative SEO has, in the past, been treated a little like the Bogey-man – something to scare the children but nothing to be concerned about.

The fact is, however, it really is something to worry about. Competitors (and their agencies) are playing dirty – as evidenced by this straw poll.

If you’re not reviewing (and actively cleaning) your link profile on a regular basis, you could find yourself out of the game and you won’t even know why.

You’ve been warned.

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